It hasn’t been the best kept secret that Volkswagen Group has wanted for the past 2 years to acquire the Alfa Romeo Brand from Fiat. Even if VW thought Alfa Romeo is the perfect addition for their multi-brand lineup, Fiat made it clear they do not want to sell Alfa despite their financial issues and their effort for reorganization.
Recently, there were rumors that VW and Fiat have entered preliminary discussions for a possible merger. Fiat CEO, Sergio Marchionne, has stated again that Alfa will not be sold, but that he keeps his options open for alliances with other carmakers, especially those in Europe where the company has been struggling with its sales for quite some time now. “We are not in the business of brand-trading”, Marchionne reiterated.
Fiat is busy right now working on Alfa’s revival plan, which includes 8 new models and anticipates annual sales of 400,000 by 2018. All the new cars will have only one thing in common – an all-new RWD-AWD platform. Other than that, we’ll have to wait and see what surprises Alfa has in store for the world’s consumers.
Globally, Alfa sold only 74,000 vehicles last year, so time will tell if their new models are going to set them for success and sales increases.